Continued from last section

• I am still preparing it

http://www.slideshare.net/ajinimc/prespeech-ppt-for-iimc-speech-on-digital-marketing-6568266

Topic: Making Right Digital Marketing Strategy

It depends on• Phase of your business.• Strength of your business.• Current focus of your business.• And many other parameters.Let me cover it one by one after introducing the

Animals.

Animal #1: SElephantO

• Search Engine O (O for Organic):• Heavy weight stuff

Pros Cons

1. A lot of new customers will come this way

2. Low cost per lead in long run.3. Organic Ranking is also about trust

1. It might take time to Rank & Bring Traffic and sales.

2. May not give a consistent result.3. There is too much learning & patience

required + investment (Content creation + Popularity)

Factors:

• Keyword Research• Content (King)– Information– Put everything under the website.

• Links (Each link is like Votes)– Popular– Trust– Topic

• Signals than Data – Don’t earn a crore in a month, start slow.

3 Takeaways

1. Get links from in possible ways– Day #1:– All PR with links

2. Motivate people to add content on Site– Employee– Clients– Visitors

3. Learn Keyword Research– Buying Keywords Vs Research Keywords– Google adwords Keyword Suggestion Tool

Startup Stage:1. Focus on Brand keywords2. Person’s name3. Local keywords4. Long tail keywords5. New keywords

-Think Viral- All the signals help- Don’t think short term- Blog- Forum

Growth:1. Invest a good amount here2. Add very useful content3. Participate at different hubs4. Focus on mid and large type

keywords.5. Link optimization

Established Stage:• Top 30 result Management for

reputation.• Focus on Big keywords• Link optimization.• Hire great people for web

Mix-o-Phase

Animal #2: Deer (Affiliate Marketing)

Pros Cons

1. Easy to catch, Many available

2. Food for tough time (Risk Diversification)

3. Helps you focus on your strength, service/product

1. Profit per lead may be low2. Management can be difficult3. Brand at risk!

Factors:

• Affiliates (Website)• Affiliates (Third Party)• Use Search Engine for Partners• Use Social Media for Partners• Make partners everywhere!

3 Takeaways

1. Affiliate Marketing should be sustained till the Establishment stage.

2. Affiliates can also bring links, SEO value 3. Every visitor can be converted to Marketing

person. Hard efforts will bring in results.

Startup Stage:1. High commission2. Private Label services

-More partners more exposure

Growth Stage:1. CO-OP (Partnerships)2. Medium commission

Established Stage:• Affiliates• Low commission

Mix-o-Phase

Animal #3: HORSE(Paid Ads)

• Fast• CPM, PPC, CPA, CPL, CPS

Pros Cons

1. Quick results2. Under control (budget per day)3. 100% trackable (keyword, channel,

GEO)

1. Getting it right may take time (Risk)2. Research keywords concerns3. Profit per lead may be low.

Factors:

• Keyword Research• Landing Pages• Interrupt vs Search • Explore beyond Search Engine Ads– Facebook ads (Targeting segment), Interrupt ads– Contextual ads

3 Takeaways

1. Get links from in possible ways– Day #1:– All PR with links

2. Motivate people to add content on Site– Employee– Clients– Visitors

3. Learn Keyword Research– Buying Keywords Vs Research Keywords– Google adwords Keyword Suggestion Tool

Startup Stage:1. High commission2. Private Label services

-More partners more exposure

Growth Stage:1. CO-OP (Partnerships)2. Medium commission

Established Stage:• Affiliates• Low commission

Mix-o-Phase